MENTOS AND DIET COKE

If you have spent any time at all with YouTube, you probably already know about Mentos and Diet Coke. If not, there is a curious reaction when you add an entire tube of Mentos to a large bottle of Diet Coke. Basically, you end up with a fountain. The reaction is rapid, violent, and virtually empties the contents of the bottle in about a second.

This past weekend, I went to a local festival that featured all kinds of music, food, vendors, and displays. One of the firms on hand was the local distributor of Mentos. They had a custom painted sports car, displays, and several people handing out product samples.

At various times throughout the day, they would put on a fountain demonstration and, immediately after, hand out special packages of Mentos that include a custom designed plastic tube plus instructions that shows anyone how to replicate the fountain demonstration.

By latching on to a slice of popular culture, they have skyrocketed (no pun intended) their sales, as well as those of their collaborative partner.

How can you tie your product or service into popular culture?

How can you appeal to an interest or demand that your target market already has?

Who could be your collaborative partner(s) in creating an impact that is bigger than either of you could do alone?